Unilever has appointed PHD’s digital marketing division Resolution Media to handle its global search account.

It comes as the firm kicks off a review of its global media planning and buying arrangements, but a Unilever spokesperson insists the decision to recruit Resolution Media is unrelated.

“As has been reported Unilever is in the process of undertaking a global media review,” said Unilever in a statement.

“Prior to the commencement of this review Unilever, quite separately, analysed its search marketing requirements and, as a result, has appointed Resolution Media to work with them in this specialist area.”

The Anglo-Dutch FMCG company – the world’s second-biggest advertiser after Procter & Gamble – held its last media agency review in 2012, and tends to re-evaluate it every three years.

The incumbents include Omnicom’s PHD in parts of Asia and Europe, Mindshare in North America, parts of Europe and Africa and Initiative for LatAm, Europe and Russia.

According to people familiar with the matter, the company has offered incumbent agencies the first opportunity to re-pitch for the business. If Unilever is dissatisfied, it will then extend the pitch to other agencies.

Unilever spent $7.9bn on global media in 2013, according to Ad Age’s Global Marketers 2014 report, up 9.2% on the previous 12 months.

However, in its recent annual report, the firm claimed it had secured “significant efficiencies” to its advertising costs, allowing it to increase “share of spend” while maintaining brand and marketing investment at 14.8%.